STAR kick-started StarOne with a preview of its programmme promos in Delhi today. STAR will launch StarOne as a new Hindi Entertainment Channel on November 1. The new channel is targeted at the urban and the upwardly mobile audience or the ‘Dil Chahta Hai’ generation. The goal is to hook the 25-35-year age group who would rather go to a pub or a cinema hall than watch television at home.
The new channel brings 21 original programmes which promises to bring to the viewers ‘the next generation of Hindi entertainment’. The channel brings an assortment of programmes ranging from action thrillers to comedy, drama, game shows and lifestyle. StarOne will not show any movies except original ones made for television.
Weekdays start with Remix at 8, a story about friendships and rivalries, ambitions and a common love for music. At 9, there are weekly comedies like ‘Sarabhai Vs Sarabhai, Instant Kichdi, Pyar Ki Kashti Mein and Dil Kya Chahta Hai. At 9:30, there is the story about look alike guys from two different backgrounds, they call it the ‘dramedy’ Yehi To Hai Woh. At 10, there are drama and action thrillers like Special Squad, Guns & Roses, Siddhant, Hotel Kingston and Family Business. At 11 there are two comedies lined up The Great Indian Show and Studio One.
Other shows include the Games on One and Bluffmaster. The most interesting of them all is He Man where each episode features 10 men competing for the votes of 150 women. Then there is also the weekend package with shows like Sunday Brunch Bag on One, the lifestyle show, there is Body & Soul on holistic living, there is a show on home and interiors called Har Ghar Kuch Kehta Hai, a travel show called Exotica. Plus there are other specialty shows like Cook Na Kaho and Men Maange More.
Sameer Nair, COO, STAR India, says, “ StarOne hopes to connect with this generation that “works hard and plays hard”, a generation that has a desire to achieve and is driven by success but at the same time is very Indian at heart. The programming and packaging is done in a way that will relate to the urban Indian, it is modern and contemporary”. Probably that’s why they say, STAR ONE …Apni Tuning Jamegi. Asked whether the fact that Sahara also has a channel called One will have any effect, Sameer says, “It doesn’t matter, we have had DD1 and Adventure1, now we have StarOne and Sahara One. It is for the viewers to decide which is the ‘one’”.
The new channel will cost viewers Rs 10 per home per month. The launch is being accompanied with a lot of aggressive marketing campaigns both on and off air. The big budget marketing has succeeded in creating quite a buzz hopefully the product will be as different as it claims to be. STAR hopes to cover the entire spectrum with STAR Plus, STAR Gold, STAR Utsav and now, the StarOne.